– The increasing importance of health food sales and the growing number of consumers purchasing health foods necessitates that marketers develop enhanced understanding of health food consumers. The purpose of this paper is to provide a theoretical extension to the health belief model (HBM) that integrates personal stress and environmental cues (visible health problems) with its constructs.
– Data were collected through a quantitative face-to-face survey of 384 health food consumers in Taiwan, and structural equation modelling was used to analyse the data.
– The results show that the perceived benefits and barriers of health foods are critical antecedents of continued-consumption intention. Personal stress and visible health problems substantially influence consumers’ perceived susceptibility to and severity of health problems, and perceived susceptibility consequently leads to consumer continued consumption. However, the results indicate an irrelevant relationship between perceived severity of health problems and continued-consumption intentions.
– Based on the HBM, the authors integrated perceived stress and visible health problems into the health food consumer research. The findings can improve the understanding of managers in the health food market regarding the role that stress and visibility play in consumer decisions.
